Willie Buehler

https://willieb.io/

https://www.linkedin.com/in/williebuehler/

• SEO Manager with 22 years of legal marketing experience, including 8+ years owning organic search strategy and execution for a law firm’s website and its practice-area landing pages, building and defending rankings for high-intent local searches, managing Google Business Profile and citation accuracy across directories and review platforms, and overseeing technical SEO health (site architecture, internal linking, page speed, Core Web Vitals, schema markup, crawlability, and indexation).
• Early adopter of AI-driven search strategy, measuring and improving brand visibility across Google AI Overviews, ChatGPT, Claude, Gemini, and Perplexity, applying E-E-A-T principles and structured entity data to make content retrievable and quotable by large language models (LLMs), and evaluating AI tools for content production, keyword research, and competitive monitoring.
• Builds and maintains SEO performance dashboards connecting rankings, traffic, and AI visibility metrics, delivering plain-English reporting and prioritized recommendations to stakeholders, while leading, mentoring, and developing a four-person SEO and content team and coordinating freelance writers and AI tooling vendors to keep production on deadline.
• SEO Tools: SEMrush, Ahrefs, Screaming Frog, Google Search Console (GSC), Google Analytics (GA4), Google Business Profile (GBP), Looker Studio, Data Studio and others.
• Content Management Systems (CMS): WordPress, Joomla.
• AI Search & Content Tools: ChatGPT, Claude, Gemini, Perplexity (AI visibility monitoring), Profound (AI visibility platform, similar to Scrunch), Claude Code (custom reporting agent), schema markup, structured data, llms.txt, YouTube/short-form video content production, and social signal monitoring (Reddit, YouTube, forums) for AI visibility.
• Project Management & Team Collaboration: Asana, Monday.com, Slack, Zoom Workplace.
• Web Development: HTML, CSS, Bootstrap, and knowledge of JavaScript as it relates to SEO.

SEO Manager

TexasLawyers.com (Law Offices of Jason S. Coomer, PLLC) 2004 to Present

• Own organic search and AI Search strategy across the firm’s website and practice-area landing pages, leading keyword research and AI prompt research to develop intent roadmaps, ranking plans, and campaign launches in partnership with legal stakeholders and cross-functional teams.
• Lead, mentor, and develop a four-person SEO and content team, providing coaching and performance feedback, prioritizing workloads, and serving as the team's primary point of escalation for SEO strategy and technical SEO challenges; coordinate a rotating pool of freelance content writers and agency partners, develop content briefs for the company blog, and evaluate AI content and tooling vendors to accelerate production while maintaining editorial quality and brand consistency; own tool renewals and licenses across the SEO tech stack.
• Deliver ongoing SEO performance reporting to leadership through Looker Studio dashboards, translating rankings, traffic, and AI visibility data from GA4, Search Console, SEMrush, and Ahrefs into plain-English insights and recommendations prioritized by business impact.
• Spearheaded Project AI, delivering a Claude Code agent wired to GA4, GSC, DataForSEO, and Semrush APIs via MCP to replace manual reporting workflows with on-demand, AI-driven SEO and analytics insights.
• Handled technical SEO and AI readiness through schema markup (including LegalService, Attorney, and FAQ types), site audits, crawler files (robots.txt,.htaccess, sitemap.xml, llms.txt), Knowledge Graph work, and semantic SEO and entity optimization, helping content get indexed, extracted, and surfaced in both search and AI results.
• Develop and execute link-building campaigns, earning editorially independent backlinks from high-authority sites and building citation profiles on legal directories such as Avvo, Justia, FindLaw, and Martindale-Hubbell, enhancing the visibility and authority of company web properties.
• Managed Local SEO and Google Business Profile strategy (including reviews, categories, service areas, and posting cadence), maintaining citation accuracy across Apple Maps, Bing Places, Yelp, and other directories, and driving an increase in local lead inquiries.

Texas State University | San Marcos, Texas

Bachelor of Science in Technology Specializing in Visual Communications 2001